Collateral: Connecting You With Your Audience

Electronic communications may currently rule, but print collateral pieces still play an important role in marketing. Collateral materials are tangible representations of your brand that support and enhance sales and marketing efforts. Some commonly used collateral pieces are:

Business Cards

Brochures

Rack Cards

Stationery

Folders

Just as e-readers didn’t replace books (as some predicted), there are certain items that just have a special look and feel when printed. Sure, you can scan a QR code for contact information and save it directly into your phone, but it’s not the same as a business card that is printed on nice paper, with colorful ink, and a logo. Similarly, the experience of holding and perusing a printed piece is much different than consuming the same information online.

Printed collateral is often perceived as being more personal, and therefore more effective. Even though both electronic and print communications can be easily personalized, the experience of getting something in the mail that the recipient recognizes as special due to everything from the feel of the paper, to the selections of colors, to the font…all of which translate very differently from electronic to print iterations. For example, which would you prefer from a not-for-profit organization seeking a donation or for a loved one’s wedding invitation, an email invite or a traditional paper one? Both contain the same information, but one means more to you.

Today, we’re more excited to see postal mail than email.

Your collateral materials will enhance your other marketing ventures, such as your website and advertising, and will provide your audience with a physical representation of your brand. To get started aligning your collateral with your other efforts, email or call us at 315-797-5088.